“If you have ever tried to shop for vitamins, you probably know how confusing it can be,” says Care/of CEO Craig Elbert. “I needed to buy Vitamin D for myself and prenatals for my wife, but when I got to the store I was really overwhelmed. There were hundreds of products available, and I wasn’t really sure which brands were the right ones to trust. I knew there was an opportunity to make an easier, better-designed process for people just looking to do something good for their health.”

“At Care/of, we aim to make healthy living easier with honest guidance, better ingredients, and a personalized approach,” he explains. “Our own line of vitamins, minerals, probiotics, and specialty supplements are all made from the best ingredients out there and without any unnecessary additives. And we make the process of finding the right vitamins for you really simple and delightful.”